Marketing & sales

The continuing progress of digitalization has led to radically new relationships between companies and their customers. It significantly changes day-to-day ways of shopping, interacting with others, learning, and choosing suppliers, both online and offline.

Marketing and sales excellence is critical to success. The continuing progress of digitalization has led to radically new relationships between companies and their customers. It significantly changes day-to-day ways of shopping, interacting with others, learning, and choosing suppliers, both online and offline.

Companies face new threats and opportunities that destroy or create value through accelerated product life cycles, new styles of customer engagement, changing customer experience and “unstable omnichannel” challenges.

In today’s environment companies need to go much further, and instead focus on brand purpose – having a clear, strong and compelling “reason to exist”.

We define marketing and sales excellence along four performance categories:

Effective use of business, market and customer intelligence

Quality, consistency and execution of the marketing and sales strategy

Winning value proposition and customization of the marketing mix for each individual segment

Tailored operational and organizational structure

Arthur D. Little is running a cross-industry benchmarking study to identify key drivers and determinants of marketing and sales excellence across various industries. The study covers three main industry sectors: consumer goods, chemicals, and engineering & manufacturing. The study aims at industry-specific as well as cross-industry benchmarking. Comparison of the cross-industry insight allows for new starting points to achieve marketing & sales excellence according to the best-in-class performances of individual companies and industry sectors.